Inbound Marketing Metrics

How Does Bounce Rate Influence the Quality Score

As per the definition, bounce rate is the percentage of visitors to a particular website who navigate away from the site after viewing only one page.

Or in other simple language the number of people actually coming onto a website, seeing the landing page and not proceeding any further and the frequency at which this is done is termed as bounce rate.

They also have a tendency of never moving onto the second page of the website. If considering the bounce rate there can be two situations, one where the bounce rate of any website is low and the other one where the bounce rate of the same website is high i.e. people only land on the landing page and then revert back from the website.

It is to be noted that a high bounce rate for any website should never be considered as a positive sign. Google keeps into account various things while allocating the quality score.

However, it is to be taken into account that there is no rule as such by Google which shows that there is any direct link between the customer bounce rate and the quality score allocated to the website.

But, it should also not be forgotten that bounce rate is important if the user advertises via Google AdWords.

The logic for payment in AdWords is that you get paid for every customer, so every customer lost the way it is by having a high bounce rate effects the earning indirectly.

What Creates Your Quality Score?



Bounce Rate


As the Google support also provides that quality score is used as one of the pivotal factors when it comes to ranking of the ads in their search result by Google.

The higher Quality Score the user gets the more the benefits as the user gets more prominent ad placement at that too at a lower cost. Some of the factors considered by Google are as follows:

• The content of your ad to and the relevancy to your keywords and also the contents of the landing page

• Usefulness of the content on the landing page.

• Other relevance factors as per the Google’s criteria

As stated earlier that it may indirectly affect the Quality score, the last points leaves the loophole as to which factors are considered by Google.

So, it becomes really important that the bounce rate of the website is reduced and the user must also ensure that a right message is conveyed. This could mean changing either of them, or both.

How to Reduce Your Bounce Rate


Some steps can be taken in order to reduce the bounce rate of any website:

1. Optimize Your Landing Page Conversion Rate


If the bounce rate is in the higher side then optimizing the landing page will definitely go a long way in order to improve the sales and also the revenue thereby decreasing the bounce rate naturally.

This will increase the revenues way more than the expenditures. A landing page optimization test can also be run in order to reduce the bounce rate.

2. Customize your Landing Pages for Your Search Traffic


Relevancy of the landing pages is crucial in order to channelize the traffic. This will not only improve the conversion rate for the website but also decrease the bounce rates.

3. Re-structure your AdWords campaign


Bounce Rate


Various tests can be performed in order to keep a check on the AdWords campaign. If the user feels that the structure is not properly optimized then the whole campaign can be re structured which will be as per the needs of the customers, thereby reducing the bounce rate.

So there you have it folks and remember you can start creating, building and publishing the best landing pages in Minutes with our Lander templates!!